Maybe you want sign-ups for a newsletter. Or abundant sales. Or possibly a commitment to download your latest white paper. Whatever the objective, digital marketers must know who and how many website visitors are doing what’s expected. Known as a conversion, this doing is a true mark of success in marketing circles. Users are taking the action you wanted them to.
Currently, conversion success is measured by the ‘conversion rate’ – the percentage of visitors taking a desired action. But one number isn’t enough. To get the full picture, digital marketers must plunge deeper and look at all the angles. Here are some of the primary points of interest.
First, set your sites on the general conversion rate – the overall percentage of visitors taking a specific action. This number gets the ball rolling. Nevertheless, its scope is limited. To expand the scope, you must know which marketing channels are driving the most traffic.
Market channel analysis does this. Did the website traffic originate with Google ads? A blog? Social media? In what proportions? All this can be gauged, allowing marketers to zero in on the heavy lifters and beef up the weaklings.
Conversion rates also can be viewed on a page-by-page basis. Which one generated the most action – home page, landing page, product page? It pays to know.
Finally, marketers can gauge conversion rates according to keywords. Some search terms produce considerable traffic and therefore abundant conversions. Others lag. Knowing which is essential.
What’s the best way to keep track of conversion rates? Various tools do an excellent job. Not surprisingly, Google Analytics is among the leaders in this category. But many worthy alternatives are there for the grabbing. It’s simply a matter of knowing your goals and finding the best fit.
If you have questions or comments about assessing website conversion rates, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.